Interplay between subjective norm, emotions, and purchase intention towards foreign brands: Evidence from Vietnam

  • Received December 31, 2021;
    Accepted February 4, 2022;
    Published February 10, 2022
  • Author(s)
  • DOI
    http://dx.doi.org/10.21511/im.18(1).2022.07
  • Article Info
    Volume 18 2022, Issue #1, pp. 79-93
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This work is licensed under a Creative Commons Attribution 4.0 International License

Understanding the mechanisms through which social groups impact consumers’ purchase decisions is of particular interest to scholars and practitioners. The purpose of this study is to contribute to the cognitive-affective model by examining the roles of the subjective norm and its contingency factors in the cognitive-affective model and the indigenous consumers’ purchase intention towards a foreign footwear brand. The validity of the model is tested using data collected from 257 Vietnamese consumers. The results of PLS-SEM and SPSS Macro PROCESS reveal that subjective norm positively influences the emotional value (β = 0.219, p = 0.002) and perceived quality (β = 0.239, p = 0.000) for the foreign brand. In addition, face consciousness positively moderates the indirect effects of subjective norm on purchase intention through emotional value (β = 0.08; LLCI = 0.02; ULCI = 0.13) while the moderating effect of perceived behavioral control is significantly negative (β = –0.1074; LLCI = -0.182; ULCI = –0.05). In conclusion, this study can offer insight into the roles of social groups and their contingency factors in the cognitive-affective model and purchase intention. On this ground, managers of foreign brands are advised to focus on the impacts of social groups in their marketing campaigns, together with underlining the social status and superbness of their offerings to attract new consumers.

Acknowledgment
We would like to thank the University of Finance-Marketing for their funding.

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    • Figure 1. Conceptual framework
    • Figure 2. Moderating effects of face consciousness on the relationship between subjective norm and purchase intention (through emotional value)
    • Figure 3. Moderating effects of perceived behavioral control on the relationship between subjective norm and purchase intention (through emotional value)
    • Table 1. Evaluation of measures
    • Table 2. Fornell-Larcker and HTMT criteria
    • Table 3. PLS results of the structural model
    • Table 4. Moderation effects of face consciousness
    • Table 5. Conditional effects of subjective norm on purchase intention
    • Table 6. Moderation effects of PBC
    • Table 7. Conditional effects of subjective norm on purchase intention
    • Table 8. Hypothesis testing
    • Conceptualization
      Gia Ninh Nguyen
    • Data curation
      Gia Ninh Nguyen, Thi Thu Hong Ho
    • Formal Analysis
      Gia Ninh Nguyen
    • Investigation
      Gia Ninh Nguyen
    • Methodology
      Gia Ninh Nguyen
    • Project administration
      Gia Ninh Nguyen
    • Resources
      Gia Ninh Nguyen, Thi Thu Hong Ho
    • Supervision
      Gia Ninh Nguyen
    • Validation
      Gia Ninh Nguyen, Thi Thu Hong Ho
    • Visualization
      Gia Ninh Nguyen
    • Writing – original draft
      Gia Ninh Nguyen
    • Writing – review & editing
      Gia Ninh Nguyen, Thi Thu Hong Ho